Copywriting: a taster

Course Dates: 11/08/20 - 13/08/20
Time: 18:30 - 21:00
Location: Online

Good copywriting skills are increasingly important, whether you want to write your own website or your company’s sales literature, or hope to work in advertising or marketing. We'll cover the core elements of copywriting using examples and practical exercises.

This course will be delivered online. For more information please see our guide to online learning.


What is the course about?

The course will introduce the basic principles of copywriting. What it is. Why it is different from other types of writing. It will teach you what questions to ask and show you how to get started.

This is a live online course. For more information please see our guide to online learning.
We will contact you with joining instructions before your course starts.

What will we cover?

The course will cover the basic principles and teach you the questions you should ask before you start any copywriting project. It will cover audience, tone of voice, the vital difference between features and benefits and such things as the importance of a good headline.

What will I achieve?
By the end of this course you should be able to...

Know the difference between copywriting and other forms of writing. Know what questions to ask in order to write the best possible copy. Understand the importance of a good structure. Tell the difference between a feature and a benefit and understand why the latter is so important. You will know what makes a good headline and why this matters. You will understand the need to vary the message according to the format and the medium.

What level is the course and do I need any particular skills?

You should have a good standard of English grammar and spelling. You don’t need to have had any copywriting experience.

How will I be taught, and will there be any work outside the class?

There will be slides to illustrate various elements of the course, including examples of good and bad copy. There will be a series of written exercises, which you will do either in pairs or individually. A printed hand out will be available, which will include links to helpful websites and suggestions for further reading. This will also be online.

All writing courses at City Lit will involve an element of workshop. This means that students will produce work which will be discussed in an open and constructive environment with the tutor and other students. The college operates a policy of constructive criticism, and all feedback on another student’s work by the tutor and other students should be delivered in that spirit.

For classes longer than one day regular reading and writing exercises will be set for completion at home to set deadlines.

Are there any other costs? Is there anything I need to bring?

You won’t need any special equipment. You can work on laptops and tablets if you prefer, but for some exercises you may need paper or notebook and pencils or pens.

When I've finished, what course can I do next?

All students are invited to join us at Late Lines, our regular performance night for City Lit writers. Students are also encouraged to submit their work to Between the Lines, our annual anthology of creative writing. For the latest news, courses and events, stay in touch with the Department on Facebook and Twitter.


Customer Reviews 5 item(s)

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Reviews below are by students who have attended this course, regardless of the course teacher. Please be aware you may not be booking onto a course with the same teacher.

Creative day with a knowledgeable and engaged teacher.
Course Rating
Review by Anonymous / (Posted on 09/02/2020)
It's a great and interactive course where you will feel comfortable sharing your ideas and confident in your new knowledge which is taught in a very accessible way.
Course Rating
Review by Katie / (Posted on 29/07/2019)
Yes if they wanted a lively overview of copywriting.
Course Rating
Review by Anonymous / (Posted on 28/07/2019)
Effective and useful insight into the role of a copywriter. A great way to be suitably informed about taking the activity further.
Course Rating
Review by Anonymous / (Posted on 11/02/2019)
Comprehensive introduction to copy-writing. Plenty of exercises to familiarise yourself with the subject.
Course Rating
Review by Steven / (Posted on 10/02/2019)
Tutor Biographies
Alison Wilson

Alison has worked as a copywriter, editor and producer for 20 years. Starting her career at The Tokyo Journal she swapped journalism for advertising, creating hundreds of promos, commercials and billboards for broadcasters such as News Corp, the National Geographic Channel, MBC and Sky. Having lived in Japan, Hong Kong, Dubai and South Africa, Alison has shaped words and ideas to connect with different cultures and audiences, garnering Promax awards including World Gold in New York for Best Campaign.

Please note: We reserve the right to change our tutors from those advertised. This happens rarely, but if it does, we are unable to refund fees due to this. Our tutors may have different teaching styles; however we guarantee a consistent quality of teaching in all our courses.

Book your place

Course Code: HJ050

Tue+Thu, eve, 11 Aug - 13 Aug '20

Duration: 2 sessions

Full fee: £59.00
Senior fee: £59.00
Concession: £24.00

Or call to enrol: 020 7831 7831

Any questions?
or call 020 7492 2717

Please note: we offer a wide variety of financial support to make courses affordable. For more information visit our online Help Center. You can also visit the Information, Advice and Guidance drop-in service, open from 12 – 6.45, Monday to Friday.